spi model and commercial skills_engl

8/6/2019 SPI MODEL and Commercial Skills_ENGL

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SALES PROCCESS & COMMERCIAL

COMMUNICATION

Osvaldo Quiroz Leyton

Business & Economics Engineer. MBA

email: [email protected]



What does it mean SALES?

Sales means persuasiveness; the

ability to convince a potential

prospect or a client in order

he/she would think and act as theway the salesman is looking

forward to.

The outcome must result for

mutual benefit or both behalf .



..”Keeping in mind key drivers or core ideas”..

1. …“A product or service is expensive when its price is higher

than its own value . Value got by the client”…

2. …“So far, after we have forgotten the sweet experience of a

lower price paid, we still recall the disappointed sensation of

inner bad quality and service”...

3. …“We need few arguments to sell cheap products/services

but so many to solve their complaints…”...



Selling, What ….?

Sales activity, is a component ofMarketing

Selling include :

Personal communication of information

Persuasion

Serve (Help) Others:

• Goods

• Services• Ideas



Sales Steps

1) Prepare the activity.

2) Identify the needs.

3) Rationalize Sales.4) Dealing with Objections.

5) Closing the Sales.

6) Inside thoughts or Self-analysis



1) Prepare the activity :Organize

Ask yourself:1. ¿What amount of selling am I going to get?,

2. ¿Who and Where are the Clients?,

3. ¿What type of Clients could I reach?,4. ¿How many Client Can I visit? y, ¿How many Clients have not

been visited yet?,

5.

¿Where are those Clients currently located?...



Exploring Prospects Exploring Prospects

Prospecting Clients: IdentifyingProspecting Clients: Identifying

potential prospectspotential prospects

•• Proactive ResearchProactive Research

•• Listing Potential ClientsListing Potential Clients

Pre-Analysis (Ranking Clients)

Find and Analyze information concerning

potential prospects

Evaluate their Purchase Potential



1) Prepare the activity :The Interview

=> ¡Sales activity cannot be improvised !

Salesman must set an specific goal for each visit at under a wiseturn.

Preview and Plan what will you say in the interview , how areyou going to express yourself and when - in what moment of theinterview-.

What kind of toolkit will you deploy to cover the sales strategy.

Plan the means, key elements to bring support to your saleinterview, the one’s would help you to develop the strategy and

get accomplished the sale goals as you have foreseen them.



1) Prepare the activity :

Monitor the Client purchasebehavior

Keep you “Client Database” updated. It is critical to know the client “purchase behavior.

You must know the client needs, his inventory, lacks,

pitfalls in services, or lack of quality. You should track client Purchasing Orders, monthly or

quarterly. (PO frequencies)

Be effective keeping records regarding the client

purchasing behavior.



Opening the Sales Pipeline:Opening the Sales Pipeline:

How do we build an earlycontact and create empathic

relationships?

..There is just oneinstant to provide agood first impression!!



Contacting Clients. Advice

The first impression!: Client will keep in mind the 1st

impression, hardly he would change what he thoughtpreviously about the salesman.

Transmit optimism !: Do not talk about disturbingissues. Always be Positive!

Do not waste your time, neither Client’s time ! : Goright to the point, the interview goal. Introduce thewhy’s are you there as easy as possible, so you client

can understand faster.




…“the 10 first words are more important than the next 10following words”….

Create an appropriate and stressless climate,pull down barriers, wake the client’s attention up in the early20 -30 seconds of the interview.

As in the Chess: Depending on a good opening, comesfurther success!!.



Contacting Clients. AdviceContacting Clients. Advice

You got to behave as an useful advisor whoYou got to behave as an useful advisor whoknows the client pains.knows the client pains.

Focus. it is the client problems the coreFocus. it is the client problems the coreconcern, not your personal problems.concern, not your personal problems.

Show simple. easy foresee the core solutions,Show simple. easy foresee the core solutions,but go right to the point and get the clientbut go right to the point and get the clientneeds fixed.needs fixed.




LEARN HOW TO BE A GOODLISTENER!!! :

Speak at the right moment and payattention, doing so, you can handlethe dialogue and communicate thesales strengths and reasons.



2) Identify the needs2) Identify the needs►► When selling product/services we must match the benefits along wWhen selling product/services we must match the benefits along with theith the

buyer needs, motivations and inducements.buyer needs, motivations and inducements.

►► That harmony does not come randomly, by contrary, it comes as aThat harmony does not come randomly, by contrary, it comes as a result of result of

prepre--planned, derived from a previous research work.planned, derived from a previous research work.

►► A good salesman who helps the client to diagnose properly the pr A good salesman who helps the client to diagnose properly the pr oblem, heoblem, he

also, helps to take a wise and well informed decisionalso, helps to take a wise and well informed decision..



So , Salesman got to:

Define, detect, confirm the client needs, motivations, and reasons for buying the service/products.

As better information we gather from prospective clients, lessdifficulties for decision-makers concerning products/services in the

sales process, and, get clear arguments to encourage purchasers.



2) How to ask in sales interviews:

1. Closed questions:

2. Open Questions:3. Neutral Questions:

4. Conditional Questions:

5. Alternative Questions :6. Control questions :

……Tip: ” Elaborate (build up) smart Tip: ” Elaborate (build up) smart

questions, up to different prospect questions, up to different prospect

profiles and personalities …” profiles and personalities …”



3) Rationalize Sales

A good sales proposition is mandatory in the sales

negotiation process.

Critical, the Client should clearly perceive and compare our

product / service from our competitors..

…“A product or service is expensive when its price is higher

than its own value . Value is perceived by the client”…



3) Rationalize Sales

According to the client motivations, Explain and show evidence, thebenefits derived from product/services outcomes.

A good sales proposal should contain two main strong qualities :

a) It Must be clear enough, understandable language for thebuyer side (buyer), far from hard technical terms,beginner speech, professional word exceeding.

b) It must be accurate. Got to be tailored to the mainprospect needs and motivations.



4) Dealing with Objections

Doubt

Misunderstanding

Real disadvantage

Evasive

Pretext, excuses

Prejudice, Biases

Logical:Psychological:

TYPE OF OBJECTIONS



4) Dealing with Objections Objection, it is a transitory opposition against sales proposals.

Objections Usually are not negative, neither are somethingpersonnel.

Objections, Most of the time helps the client to get a decision,

because, objections comes from previous doubts or incomplete setof information.

Suggestions:

a) It is crucial to listen proactively all rejections and avoid the temptation toinvent answers;

b) The salesman should not give up accepting straightway the objections, by

contrary, he must avoid to argue with the client…saying: …” all right our

service is expensive but …”...”.



Psychological Objections

Evasive

Client divert the focus from his problem, gets away from his responsibility.

Client thinks over to postpone the purchasing decision. fidelity; “¿Why should I change my current provider...?”.

Pretext, excuses.

Client hides the truly objections and the excuses might be symptoms of evident lack

of interest Client does not have budget enough to buy the service, but he does not want to tell

the true.

Client is faithful to other persons or providers.

Prejudice, Biases. Client keep Ideas o biased reasons against the company, the service, the owner.

Those prejudices comes from previous negatives experiences.

….Recommendation: Ask open questions so let the client talk and find out the real factsand reasons why the client behaves negatively ….



Logical Objections

Doubts .

Skeptical client, he doubts product’s benefits.

=> It is mandatory to provide evidence regarding Product Direct Benefits

Misunderstanding .

Incomplete information or client sees unreal product disadvantage

⇒ Redefine the objection asking questions to understand the objections,show assertive and empathy, listen the client and clear-up themisunderstandings.

Real disadvantages.

Client points out the product disadvantages, the product does notprovide benefits or client dislikes,

=> Listen carefully the objections, ask to questions to determine theobjection’s extent. Highlight other benefits to compensate for

disadvantages..



5) Closing the Sales

1. Keep in mind you got a deal, stay

positive, assertive attitudes.

2. Capture the «placing order signs»,summarizing benefits already accepted

by the Client, ask for purchase

commitments, set up dates, delivery

schedules, quantity, PO,..,

..“ Goal targets indecisive client, helping to place orders”..



5) Closing the Sales

…When you close the deal, just talk about uncorrelated sale topics,assertive topics, such as, general interest, preferences, joys,hobbies, then, saying a gentile farewell..

3. You offer alternatives so that Client can

chose whatever should fit his needs aswell.

4. Ask for the Order firmly, point outdelivery schedule, place, payments,colour, model..



Types of “Sales Closing”

1. Direct

2. Order3. Alleged

4. Desire

5. Anticipate

6. By the Offer



Direct:

Client has already accepted the benefits, meeting his

needs, Salesman ask directly for the Order.

Order:

Client has already accepted the benefits but he goesgradually closing the deal while answers “yes” to directquestions concerning the product/service convenience,

Finally, we ask for “ Placing the purchasing order”.

Alleged :

Closing the sales according to a mindset of associatedideas regarding indecisive customer, for example, clientneeds the service but doubts from details or variationsthat might fit better his needs.

We close the sales offering to the Client a set of feasiblealternatives concerning the same service or product.



Desire:

Let the client feel the need, encourage anincreasing desire to buy the service.

• Example: “..We just have the last model ininventory, so, you can keep it for you now until

other customer place the order first...... Anticipate :

Get ahead the Client using the product, makehim feel the service at work, anticipate the

experience and needs met. By the Offer :

Foresee the next trend, Inform the client

regarding the probability of prices increases atnext week…, or point out that the offer remains just for a short period of time.



Key Driver for success

Important:.. The Sales process requires a “listening

skills developed”. Critical at the “closing sales stage”,

you need to focus the attention in what the client

answers, also, non-verbal communications» .

Stay closer to theClient and LISTEN

UP!



6) Thoughts or Self-Analysis

When the interview is done, analyze how hasthis event been deployed:

“Success” :

1. Ask yourself the “why’s”, and“What’s”…What it has you helped tosucceed in getting the deal

accomplished.

2. Analyze if will it work next time, usingthe same words, same actions, samearguments, will you assess the same

results, or get higher effectivestandards in the next sales.




“Failure” : Do not give up, do not feel

disappointed;

Go in-depth into your personalanalysis, identify your

mistakes, “What have not youdone”?, “ Seeking pitfalls”.

Ask yourself:

1. When did the interview take thewrong road?

2. What did the client say to you as thegood communications failed?,

3. Did you close the sales beforedeveloping the right timing?,

4. Should you add more productbenefits?,

5. ¿What might be the facts?, What

were the “purchasing drivers” of theclient?,

6. Did you place more emphasis intoyour needs, instead of focus theinterview into the Client’s needs?...




1. Keep “Client folder”, register all critical records and data frominterviews, and add critical issues from past experiences.

2. Keep a client database in order and updated.

3. Track the client purchase behavior and keep those records in files, this

data warehouse will make you easier the sales life and let you be readyfor next interviews.

4. Take notes from client essentials. Do not forget the passedobservations from clients , so you provide facts supporting the next

visits.



Concluding…Concluding…



Post-sales service Indicator

0 1 2 3 4 5 6 7 8

Speed

.37

Reputation

3.38

Cost

4.39

Quality at

service

7.87

10

(SCALE: Importance grades)Low High

Quality at work:

Do it “right” the first time.

Guarantee your work, faster

S e r v i c e

P r i c e



Sales is a system, part an “Art” and

also a “Science”

Sales demands for practice and

discipline , as many sportsrequirements .

Sales is a Science, because is alreadybuilt by a body of knowledge andobjective facts that support the salesactivity.



Summary, What does a salesman do?

1. Create a new client and customer database

2. Sell product/services to current clients

3. Build customer links for the long run

4. Provide solutions to current client problems.

5. Provide services to clients.

6. Help and advice to corporate clients to sell aswell the products/services along thecommercial chain facing the final costumer.

7. Help to make the product/service useful.

8. Build customer willingness, client networks9. Get market information and feedbacks to the

company



Salesman Attitudes

1. PROACTIVE: Resourceful, get useful new initiative .

2. OPTIMIST: He thinks he has the skills to improve his work

3. CONFIDENCE: Deploy Confidence when offering ideas and product

benefits.

4. KNOWLEDGEABLE :

Knows core value added from the products and itsbenchmark from competitors

5. POSITIVE: He deploys assertiveness, never shows loser attitudes



Pitfalls to avoid in Sales Activity

Lacks in training and knowledge.

Selling without enough training and products knowledge.

Lack of information (client).

He assumes the client knows everything about the

product/service.

No tracking client’s inventory and previous sales.

Not using client’s Database.



Building a long term Client -Relationship

Enjoy yourwork

Relationshipin Harmony

Be patient

when closingsales

Be niceand gentile

Moral-Ethics

Keep youword

balancedand Sales

Caring

clients

Emotions

Self-controlSalesman



Success in Sales:

1. Sales Education and Training.2. Applied knowledge.

3. Deploying sales skills

4. Hard work and discipline5. Wish to succeed

6. Keeping a positive attitude

7. Time management effectively

8. Caring current clients.



!! Go and get it !! !! Go and get it !! !! Go and get it !! !! Go and get it !! !! Go and get it !! !! Go and get it !! !! Go and get it !! !! Go and get it !!

Osvaldo Quiroz Leyton

Business & Economics Engineer. MBA

email: [email protected]

spi model and commercial skills_engl

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